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Multi-Touch Attribution Model - Identifying the right channels
In the ever-broadening media landscape, succeeding on a large scale rarely depends on a single channel: a combination of marketing activities generates awareness and motivates consumers to direct their choice towards a particular brand. Each of these activities may have an impact of a certain extent and generate more or fewer conversions, i.e. product purchases. Identifying the right channels with Multi-Touch Attribution Models to reach consumers is becoming increasingly important to improve the efficiency of the marketing spend. Knowing where the consumers came from when they made a purchase and which of the brand’s paid or owned media they had [...]
Insights into data-driven marketing
